"Micromax has been working towards building its services portfolio to offer convenience and exceptional digital experience to its consumers. With this partnership, the Eros Now app will be pre-installed into Micromax's latest smartphones," the company said in a statement.

Eros Now will leverage Micromax's presence of over 150,000 retail outlets to distribute its content.

"With this partnership, we will expand our ability to provide entertainment on-the-go, anywhere and anytime to Micromax's new acquisition of 3.5 million users every month and also their existing base of more than 30 million connected users," said Rishika Lulla Singh, CEO, Eros Digital, in a statement.

Users will have access to unique content on Eros Now with the subscriptions. Music lovers can also enjoy individual music tracks and music video playlists using the app.

"This promises to make the digital content from cinema, movies and videos available to our urban and rural customers," added Vikas Jain, Co-founder, Micromax Informatics Limited.